Becky Brand, Shorewest Lake Country associate sales director, updates her Twitter feed from her office computer Monday. In a bid to stay technologically current, several local businesses are turning to the microblogging service to communicate with the public.

OCONOMOWOC - Aurora Health Care public relations manager Peter Balistrieri will Twitter Thursday, live from the operating room at Aurora St. Luke’s Medical Center in Milwaukee. As Dr. Joel Wallskog performs a bilateral knee replacement surgery, Balistrieri will give followers instant access by posting messages and photos via the social networking tool.

"There will be two firsts for Aurora Health Care. We will be the first hospital system in Wisconsin to do a live surgery on Twitter, and we are the first to offer the exclusive customary knee replacement surgery," Balistrieri said. "Twitter is great on so many fronts. It helps show we are cutting edge, and it allows us to educate others."

In a bid to stay technologically current, several local businesses are turning to the microblogging service to communicate with the public.

From a mobile device or computer, users post short messages called "Tweets" or pictures through "TwitPic" that are automatically distributed to other users who choose to receive them. Postings can be no more than 140 characters, including spaces.

Balistrieri said there is an account for Aurora Health Care with general information, and a second account was recently set up for the new Aurora Medical Center in the town of Summit, which is expected to open in spring 2010.

"Followers are able to track construction progress, view photos and learn about employment opportunities through our Twitter and Facebook sites," Balistrieri said. "We realize these are the mediums people are using, including physicians, and we want to be able to reach them."

ProHealth Care launched its Twitter page last month and already has received positive feedback from followers. Teresa Miller, Internet marketing strategist with ProHealth Care, said general company news and community events are broadcast to followers.

"We feel it is best for us to approach any new technology, not just Twitter, to determine how to add value for our patients, physicians and community," Miller said.

She said new developments for the current renovation and addition project at Oconomowoc Memorial Hospital also will be posted on the page.

Also, Twitter gives businesses, including Shorewest Realtors, an open door to connect not only with potential clients, but other companies and experts.

"Shorewest has always been a technology leader, and this is another way we can continue that. Twitter allows us to expand our presence in Waukesha County and beyond," said Becky Brand, Shorewest Lake Country associate sales director.

Brand suggested new users get a Twit Deck, which is a free download organizer for tweets.

"At first, it was very overwhelming, but Tweet Deck filters tweets for me, so it is much easier to navigate," she said.

Brand said she shares tips and makes connections across the country with her Twitter page: Oconomowocrocks.

"Twitter is about exchanging ideas with others," she said. "It is changing the way we live and work."